After losing ground in the young men's deodorant/antiperspirant category, Procter & Gamble realized it was time to move beyond the classic Old Spice sailor imagery, like the logo from 1966 on the left.
"We recognized that the grooming category had shifted and that product performance was no longer enough," said Bill Brace, P&G vice president of North American skin and personal care. "With young guys moving to more expressive scents, we needed to forge an emotional connection with our target."
In 2006, Old Spice created a zany, over-the-top advertising campaign featuring actor Bruce Campbell. Almost immediately, sales of the brand picked up, closing a more than 4 percent gap in dollar market share compared with its rivals.